Cinco de Mayo: A New American Holiday

May 02, 2014 / By César Melgoza

Long misunderstood, Cinco de Mayo is a holiday that is increasingly American.  Yes, that’s right.  The history of this holiday is in Mexico, but the future of this holiday is north of the border. The anniversary of the “Battle of Puebla” on May 5, 1862 commemorates the pride and valor of the Mexican people in [...]

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The Hispanic Impact on Wall Street: A Sound Investment for Brands

Apr 03, 2014 / By César Melgoza

It’s evident that politicians are beginning to understand the need to appeal to multicultural segments. Over the past several years, we have seen an increased investment of campaign funds and time, as well as a selection of candidates who directly appeal to target demographics. Barack Obama’s 2008 campaign could not have been a better example [...]

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2014 New Mainstream Business Summit: A Roaring Success by All Accounts

Mar 21, 2014 / By César Melgoza

This year’s New Mainstream Business Summit exceeded expectations last week, as more than 200 business executives across industries and geographies gathered at the Conrad Hotel in Miami. The agenda was jam-packed with solid sessions led by expert speakers and panelists on a range of subject areas such as keynote addresses, case studies, insight sessions and [...]

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New Mainstream vs. Total Market: Which is the Right Multicultural Approach?

Feb 05, 2014 / By César Melgoza

Every once in a while, new terms and jargon come in and out of favor within the business community.  Among the terms used by business executives targeting cultural segments include “multicultural,” “diversity,” and of course Hispanic, Latino, Black, African American, Asian, acculturation, etc.  Lately, the terms “Total Market” and “New Mainstream” seem to have gained [...]

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Key Business Question for 2014: Who is The Mainstream Consumer?

Dec 26, 2013 / By César Melgoza

Most years are evolutionary, but few are revolutionary – and honestly, 2013 was hardly transformational. In many ways, a stagnant business landscape was affected by a deadlocked political atmosphere and highly divergent perceptions of critical national issues – such as health care and immigration reform. In other words, on the one hand there are those [...]

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Why Immigration Reform May Depend on Political Reform

Dec 06, 2013 / By César Melgoza

The immigration debate is a like a tragic comedy. It's a shame that a topic as critical to the national economy and tens of millions of lives is utilized as an instrument for political gain (or loss). Arguments on either side shift based on competing priorities and the political winds of the day without getting [...]

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Is Thanksgiving a Hispanic Opportunity? It Should Be.

Nov 26, 2013 / By César Melgoza

If the first rule of marketing is to know your audience, then most marketers are well aware that their targeted audiences have an increasingly multicultural constituent. Spending from emerging ethnicities, with Hispanics in particular, is growing exponentially, as the latest American Marketscape DataStream Report found that Hispanic households are projected to spend over $400,000 more in [...]

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National Hispanic Heritage Month – an American Celebration

Oct 03, 2013 / By César Melgoza

This week marks the middle of National Hispanic Heritage Month, which is designed to celebrate the contributions of Hispanic Americans to American society, economy and culture. For many large national organizations, it provides a timely occasion to shed a little exposure onto our country’s Hispanic American community. You already know that for us at Geoscape, [...]

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USHCC Convention Proves Latino Businesses Represent America’s Future Economic Growth

Sep 19, 2013 / By César Melgoza

This week, Chicago hosted the annual convention of the US Hispanic Chamber of Commerce (USHCC).  I have been both pleased and honored to serve on the board of directors and executive committee of this organization, which has rapidly become among the most influential and impactful in the nation.  This year’s attendance broke all previous records, [...]

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How to Make the Right Level of Hispanic Investment

Sep 10, 2013 / By César Melgoza

Last month, I talked to Forbes blogger Glenn Llopis about the mandate for companies to craft a successful Hispanic strategy. Our conversation lead to a post last week that included other interesting viewpoints from Univision and T-Mobile. We know the economic statistics and trends about why Hispanics deserve a greater investment. We at Geoscape consistently [...]

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